Dive Transient:
- Clorox as we speak (March 11) launched a brand new model platform, “Clear Feels Good,” per particulars shared with Advertising and marketing Dive. The hassle is rooted in a tie-up with Emotiv for a neuroscience examine testing how customers’ emotional response to cleansing compares to feel-good actions.
- Among the many outcomes is the discovering that 37% of individuals felt higher cleansing the bathroom than petting puppies. The analysis involves life in digital, linear and linked TV spots which showcase reactions from actual experiment individuals, together with influencer content material.
- Clorox may even share content material on its social channels together with TikTok, YouTube and Instagram. Moreover, the model launched a digital and linear TV spot in February in partnership with NBCUniversal and “The Actual Housewives” star Lisa Barlow hinting on the platform.
Dive Perception:
Clorox is highlighting the enjoyment that will come from cleansing with its model platform, “Clear Feels Good.” The hassle is rooted in analysis by neurotech firm Emotiv which discovered that 43% of examine individuals felt higher cleansing the bathroom than listening to their favourite music. Members additionally loved wiping espresso rings off the kitchen counter as a lot as getting their nails achieved or watching a humorous video.
Inventive for the model platform brings the Emotiv analysis to life. A 90-second “Good vs Good Experiment Defined” video particulars the trouble, together with the “Really feel-Good Index” used to assist measure the outcomes. Extra spots, together with six-, 15- and 30-second variations, showcase actual reactions from experiment individuals and embody an finish body that mimics the act of wiping a floor in the identical form as Clorox’s chevron brand.
To start teasing its newest effort, Clorox teamed with influencers together with social media’s self-proclaimed queen of cleansing Vanesa Amaro, Terrence Bradshaw and Uly & Ernesto. Extra partnerships will yield content material to return over the approaching weeks. In February, the model additionally launched a playful spot starring Barlow meant to kickstart the controversy of what feels good — together with whether or not or not clear may really feel higher than glam. The spot is dwell throughout Bravo, Peacock and social media.
Clorox labored with companies together with FCB Chicago, Ketchum, OMD, TPN and Electro on the marketing campaign. Adverts for “Clear Feels Good” will run via June, per particulars shared with Advertising and marketing Dive.
Whereas not as explosive because the positive aspects skilled through the COVID-19 pandemic, demand for family cleansing merchandise continues to be anticipated to develop. The worldwide family cleaners market is forecast to generate $41.15 billion in income in 2025, led by the US at $8 billion. The worldwide marketplace for family cleansing merchandise is predicted to expertise a compound annual development charge of simply over 3% from 2025 to 2029. Within the U.S., there’s a rising development towards eco-friendly cleaners, although chemical-based merchandise nonetheless dominate the market.
Nonetheless, The Clorox Firm is navigating a rocky interval for enterprise. The corporate reported a web gross sales lower of 15% to $1.69 billion in comparison with a 16% web gross sales enhance within the year-ago interval, based on its second quarter fiscal 12 months 2025 earnings report. The corporate attributed the decline to the impression of retail stock restoration following a significant cybersecurity assault in 2023. Whereas Clorox was one of many manufacturers that noticed main positive aspects through the pandemic, it additionally noticed declines as customers started returning to pre-pandemic cleansing habits.
